People pay commodity prices for services, but they pay premium prices for solutions.
Brief summary of show:
In this episode, Johanna White joins me to talk about the world of branding and how to position your brand as premium vs. commodity. We discuss what branding truly means, debunking common misconceptions along the way, and provide valuable insights into Johanna’s three-step process required when starting a brand and offer guidance on how to effectively distinguish your brand from competitors.
Johanna White is an award-winning graphic designer and visual branding strategist who designs premium brand identities that create impactful first impressions. As the founder of Design By Jo Studio, she believes that if someone is the best at what they do, they deserve to look like it! For the past decade, she’s worked with everyone from individuals to Fortune 200 brands worldwide to help magnetize their dream opportunities, clients and investors, and be as delightfully expensive as they deserve to be.
Johanna knows there’s no limit on success, and she proved it several years ago when she took life by the horns and started three companies within one year while battling a brain tumor. At a time when everyone else in her life was suggesting that she quit working and go on social security to cover medical bills, she chose to do the opposite and defy the odds. As a result, Johanna is a now a “Dreamer Extraordinaire” for top performers, elite experts, and companies who are driven to maximize their impact.
Specializing in designing premium brand identities from start to finish, Johanna assists her clients in a large range of needs, with complete branding packages that include everything you need to show up in the world as your best. – These days, she is on a mission to help other driven founders fully capture their uniqueness, level up their legacy and embody their limitless potential.
Johanna gives listeners actionable tips on:
[1:55] How most people treat their brand
[3:45] What brand is and isn’t
[8:20] The three step process you need when starting a brand
[10:20] How to distinguish your brand
[13:10] Creating a premium vs. commodity brand
[16:55] How to translate this into your firm
[18:10] Developing brand consistency
[24:30] Having clarity in your brand message
[28:10] Why you need to create an intentional brand
[30:30] Why it’s hard to undo preconceived brand perceptions
[39:30] Johanna’s book recommendation
Johanna White's Book
From the publisher:
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